Life of Kylie

The other day, I was watching Kylie Jenner's new show, Life of Kylie (no judgement please). Obviously, the whole Kardashian/Jenner clan is brilliant at marketing themselves, with each member of the family branching out and creating their own unique brands and products. Love them or hate them, the Kardashians have created an empire with their brands and crash the internet with almost every product release. One of the Kardashian/Jenner's most successful brands is Kylie Jenner's new makeup line, Kylie Cosmetics.

Kylie turned a controversy into a fortune with her new makeup line. It all began when Kylie was accused of getting lip injections when she was as young as 15. After attempting to shut down the rumors, Kylie eventually embraced her key attribute and began manufacturing lip kits for her loyal fans. These lip kits include a lip gloss and lip liner, where consumers can overdraw their lips to achieve a look similar to Kylie's. Kylie became such an icon after these lip kits sold out in literally seconds that E! created a show just about Kylie. A key focus of this show is obviously about Kylie's lip line, since that is her personal claim to fame. On one episode, Kylie takes a tour of the factory where her lip kits are made. In addition to going behind the scenes on the show, Kylie snapchats and Instagrams almost every second of her life. A large part of these posts are also focused on her lip kits. On the factory tour featured on the show, Kylie also posted videos to her Snapchat and Instagram to show fans how their lip kits are made. Additionally, she posts videos whenever she comes out with a new lip color and showing how it looks on different skin tones.

Because her lip kits are so popular, Kylie Cosmetics knock offs are being sold. One episode features Kylie and her best friend attempting to buy a knock off and asking questions to the vendors, only to be shut down and told that they were not allowed to buy since they had cameras. The goal was to show Kylie's fans and customers how dangerous knock off lip kits are and how hard it is to spot the difference between a fake and the real thing.

Kylie has mastered her social media, allowing fans and customers to feel like they are a part of the lip kit process, from manufacturing to purchase. Her social media presence also shows fans that Kylie cares about their wellbeing by addressing the fact that fake lip kits were being sold and that they are not safe to use. By engaging her audience, Kylie has created loyal fans and customers, who will gladly wait in line for hours or sell out a supply in seconds for what is no more than a common lip gloss. Kylie has made a distinct brand, differentiating herself from her famous sisters and creating her own successful empire.